Senior Marketing Manager, Bemis Company, Inc.John Wilson is the Senior Marketing Manager for Consumer Products at Bemis Company, specializing in the personal care and home care markets. John believes that packaging can be a differentiator for a brand, and that it is a key driver of purchase decisions in both brick-and-mortar and e-commerce retail. He has 15 years of experience in the packaging industry in both rigid and flexible plastics. Bemis Company, Inc. is a major supplier of plastic packaging used by leading food, consumer products, healthcare, and other companies worldwide. Bemis works collaboratively with forward-thinking customers to deliver inspired packaging that enables customer success.
Thursday 2:30 pm - 3:45 pm
Point of Purchase Decision Drivers: Packaging & Sustainability I
Packaging for the Future of Wet Wipes
A consumer’s product purchase decision is made in seconds as she peruses the aisle, and nearly three-fourths of purchase decisions are made at the point of sale. Data shows that packaging drives purchase decisions more than TV ads, online reviews, or recommendations from others.
Consumer wants are evolving and retail channels are transforming, and one-size fits all packaging can reduce your chance of success. E-commerce is the fastest growing retail channel, with growth rates exceeding 12% overall and nearly doubling annually in some key sub-segments of personal and home care. Manufacturers are scrambling to capture their share of that growth. Packaging can be a critical enabler of success, delivering growth by creating products that are optimized to overcome the hurdles of the unpredictable e-commerce supply chain.
We will explore format shifts that respond to these changing market needs. These may include material innovations to meet sustainability goals, format shifts to reduce failures in e-commerce or improve the consumer’s perception of your product, or modifying the surface of the package for a tactile connection with your consumer.